Political marketing -

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Document Information:
Title:	Political marketing -
Author(s):	Andrew Lock, (Faculty of Management and Business, The Manchester Metropolitan University, Manchester, UK), Phil Harris, (Faculty of Management and Business, The Manchester Metropolitan University, Manchester, UK)
Citation:	Andrew Lock, Phil Harris, (1996) "Political marketing -", European Journal of Marketing, Vol. 30 Iss: 10/11, pp.14 - 24
Keywords:	Advertising effectiveness, Ethics, Marketing, Politics
Article type:	Research paper
DOI:	10.1108/03090569610149764 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Suggests that insufficient attention has been given to the significant differences between political and product or service marketing. The rise in awareness of political marketing has coincided with a decline of party membership in Britain and an increased distance between party and voter. Considers the relationships between party leader, brand image, exposure and awareness. Notes the current absence of predictive and prescriptive theories of political marketing action, and the relative significance of exogeneous factors in electoral success. Crossovers between conventional marketing, political science and political marketing are identified for future study.